Partners Link Online and Off-line Media Habits

Online measurement specialist comScore and magazine ratings provider GfK MRI have partnered to develop a new product linking Americans' online media habits with print readership and other media consumption data.

The product will be available through a single unified database known as 'comScore-MRI Fusion', which comScore VP of Business Development, Steve Dennen, says 'bridges the gap' between online and off-line media consumption and helps provide a view of how audiences are reached in a multimedia environment.

This service links consumer behavior from the comScore and GfK MRI databases to provide marketers with unduplicated cross-media audience reach, attitudinal and demographic audience profiles, and product usage information.

By combining US site visitation data from comScore Media Metrix with GfK MRI's traditional media consumption and product usage surveys, the firms promise clients the ability to optimize their media mix for cross-channel campaigns.

GfK MRI President & CEO Kathi Love comments: 'Combining our databases will provide a deeper and more granular understanding of consumers and their activities both online and offline.'

Web sites: www.comscore.com and www.gfkmri.com .